Hmodern Company
Hmodern Company
Fashion Startup
Challenge Create a brand and brand guidelines for this new startup, along with all necessary collateral. The brand needs to tie in the Hmong culture with modern fashion. Our main goal is to bring more awareness about the culture to its target audience and transition the Hmong culture designs onto modern apparel.
Role Entrepreneurship. Graphic Design.
Results Exceeded expectations, created additional content, and created a clear idea of the future business. The next step is implementation for data on success of the brand in the market.
Inspiration Process Boards
Branding Guide
Logo Design Process
Familiarity with the Hmong culture is essential to creating a logo that can both resemble the ethnicity and it’s modern identity in the clothing industry. The initial logo was inspired by their specialty in textiles. Within the patterns they commonly practice are mainly triangles and specific symbols that represented different objects. As the continuation of the logo progressed, it was necessary to also represent the modern aspect of the logo, to clearly and effectively represent the principles of the brand.
Hmodern Logo
Through a simple approach of combinig the root elements of the Hmong culture and the name of the company; as the use of a diamond and the first two letters of Hmodern, a clear and creative representation of the company is convayed. The stitching of what they specialize in, the simplified replication of their symbols in the clothing, and the modern simplified look.
Color Palette
The Hmodern reflection color palette of the Hmong culture, is to be a pastel, light, relatable version of original colors borrowed from textiles of the culture. To clarify the resemblance, the colors have not changed dramatically, but have adopted to a modern feel.
Hmodern Patterns
Patterns are inspired by the logo and it’s entity. From the parts of the letters themselves, and the shapes used, a variation of patterns is created to introduce versatility and characteristics of the brand, and assist in clarifying products.
Typography
Typographic treatment is inspired by the culture the brand represents, the fit of modern inspiration, the fashion industry, and representation of the brand's versatility, openness, and character.
Stationary
Design Process
The stationary should represent the company from the branding style guide in it’s most pure elements for clear representation and communication but also consist of an aesthetic and unique face. The colors and designs will be interchangeable with brand colors and pattern elements.
Ecommerce
Web Homepage
The website makes use of a carousel home page, not only being playful with the brand colors and patterns, but taking the opportunity to tie in a product with the displayed pages which users can interact with and choose to view, in turn directed to that specific product page.
Ecommerce
Web Page Characteristics
The website is to represent the modern feel of the brand and mainly display products through the use of white space and only necessary elements. (about page, product detail page, product page: women’s top)
E-mail Promotion
To stand out amongst the crowd of e-mails, Hmodern Co makes use of the brand’s colors, patterns, and elements to bring attention and excitement for the daily user. Within each shape/pattern the product is displayed for visual purposes and in addition, the placement of the images within the shapes are specific to create directing arrows and direction for the eye to follow around the page. The arrangement of the pattern creates a sense of playfulness, and size variation creates contrast and hierarchy for featured products. A strong display of products and simple information with the use of negative space is used for clear communication. The goal here is to draw awareness and provide smooth user experience with a simple click to go straight to the website/products of their choice and a call to action for user savings.
Clothing Tag
As a company that believes in sustainability, we followed through by designing a simple yet aesthetic tag with efficient branding and informational elements.
